Great article from a survey by e-Marketer on the changes in digital spend.  I won’t recap it in this blog post…but for those of you who keep predicting the comeback of print, you won’t be happy with the article.

And what I read between the lines… is the need for people who understand the entire digital marketing mix as well as individual experts within the specific digital domain.  That being said, I am concerned our colleges and universities are teaching marketers skills that aren’t remotely what we need today and in the future.

I work with a couple of major universities on curriculum and it’s certainly something they are reviewing as well.  So what can all of us do? 

1. Get Involved – with your local university or college and help them understand the changing marketplace.
2. Ensure your HR department understands the change in skill demand and communicates it the schools you recruit from.
3. Mentor – students to ensure they understand the requirements and skills they will need.
4. Internships – offer them to students during the summer… (NOTE:  don’t have them fill your coffee cup or make copies).  Have them get intimately involved in the digital programs and initiatives your company is working on.

Scott